Topic: branding

How Fitness, Health and Beauty Trends Shaped Westin's New Visual Identity

The hotelier's look is based on living well

As a brand, Westin has a history of focusing on wellness, dating back to the launch of its "heavenly bed" in 1999. It's continuing that tradition this week by launching…

Changing Your Loyalty Program? Be Prepared for a Potentially Brutal Impact on Your Brand

Starbucks saw a 50% plunge in consumer perception

A lesson for brands thinking about overhauling their loyalty programs to save some money or boost sales: You could be doing more harm than good. The most recent brand to prove…

What Branding Experts Think About Coca-Cola’s New Product-Centric Campaign

'Taste the Feeling' replaces 'Open Happiness'

Today, Coca-Cola unveiled a new campaign and traded its 7-year-old slogan, "Open Happiness," for "Taste the Feeling," as part of chief marketing officer Marcos de Quinto's plan to unite the…

Who Are the Year's Best-Loved Brands? Hint: Half Are Probably Younger Than You

Digital is dominating in the battle for hearts and minds

Conventional wisdom holds that it takes decades of hard work for a company to become the most respected in its field. Maybe that’s still true, but consider this: half of…

These Brands Broke the Internet in 2015

Lego, NFL and MTV led the way in social engagements

The Force was strong with Lego this year. The toy maker, one of many brands that partnered with Disney and its record-setting Star Wars: The Force Awakens, outpaced every other brand…

Disney's Massive Marketing Push for Star Wars Was Relentless, but Also Masterful

Game-changing case study shattered box office records

After a record-shattering weekend at the box office, if you haven't felt the force of Star Wars, you must be living in another galaxy. Star Wars: The Force Awakens hit…

Which Ad Buy Has a Better Bang for Your Buck: Facebook or YouTube Video?

Reebok and Pixability put them to the test

Like many major marketers, Reebok wondered where its digital video ad dollars might be better spent—Facebook or YouTube—and it partnered with Pixability to find out. The company tested its campaign…

7 Keys to Creating a Brand Logo That Works Absolutely Everywhere

Especially in the mobile-social era

A logo should instantly trigger a consumer's recognition of a brand and all it represents. But there are a lot of brands out there and, consequently, a lot of logos. Just…

Delta Will Get Some Mets Fans to the World Series, by Boat

Superfans can sail to Citi Field

The Fall Classic makes its return to Queens tonight, when the New York Mets play the first World Series game at Citi Field, which opened in 2009. And Delta is…

Here's What the Top Innovators Say About the Future of Video

DCN and Adweek break bread over the topic

In celebration of its annual Watch Awards honoring the best in Web video content, Adweek last month partnered with DCN to host a dinner conversation on the present and future…